Pure-Pak® gets to the heart of Sirco

Sirco, the first fruit juice drink scientifically proven to help maintain cardiovascular health, has introduced new 1 litre Pure-Pak® cartons this spring to enhance the appeal of the brand to consumers. Sirco contains Fruitflow®, developed by Provexis UK Ltd, a natural ingredient from tomato extract that is anti-thrombotic – helping to keep blood circulation healthy.

Sirco is filled on the UK’s first aseptic juice filling line situated at Fruitapeel’s plant in Llantristant, Wales. The brand has two flavours, Apple & Blueberry; and Orange & Pomegranate, and is sold in UK retailers: Sainsburys; Waitrose; Ocado; and also the health retailer, Holland & Barrett plus independent health stores. It is only one of a few beverage brands with scientifically proven heart health claims recently upheld by European Food Safety Authority – EFSA.

“When the EU and EFSA commissioned 19 scientists to investigate claims of heart health benefits for food and drink products, the result was some brands dropping their claims whilst those for Fruitflow® were upheld and proven scientifically,” explains Eric Bates, Sirco brand manager. “There is no other fruit juice drink like it on the market. It is state-of-the-art in terms of its health benefits, therefore, it deserves state-of-the-art packaging to help grow the brand – and bring it to more consumers.”

A natural fit with brand

“The Pure-Pak® carton complements our branding and has better functionality with a good pouring cap so there is less splash and waste,” adds Eric. “The new Sirco pack will enhance its positioning, opening up new opportunities within the market place for the brand.”

Fruitflow® was discovered in 1999 by Professor Asim Dutta-Roy at the Rowett Institute in Aberdeen – an internationally renowned centre for nutrition research. It is now a patented, scientifically-proven tomato extract which inhibits platelet aggregation (blood stickiness) a known cause of heart attack, stroke and thrombosis.

Heart health is the biggest UK health concern, with research showing that a third of the population (33.4%) worry about their heart health, and that a quarter of under 45s are more worried about their hearts than cancer. One in three adults died from heart related diseases in the UK last year and a recent government report predicts 3 in 4 adults are likely to suffer illnesses such as heart disease and diabetes by 2030.

“The Pure-Pak® carton is largely made from renewable resources and can now be recycled in the UK. This makes it a natural fit with the Sirco brand which brings only naturally sourced ingredients to help consumers manage their health and pursue a healthy lifestyle. We are proud to support a product which targets one of the biggest health issues facing British consumers today,” says Michaela Schaller, Sales Manager Elopak UK Ltd.

Provexis UK Ltd has developed Fruitflow® into commercial products including Sirco. “It is a little-known fact that healthy blood flow is important for our hearts. Sirco with Fruitflow® is a simple, natural way of helping to maintain healthy blood flow which contributes to maintaining a healthy heart and is proven to work within 1½- 3 hours of drinking. One glass even counts as one of your five a day!” adds Eric Bates.

Source: Elopak